Fairtrade promoter, The Fairtrade Foundation, is mounting a campaign on Facebook to promote its Show Off Your Label theme for next year’s Fairtrade Fortnight (28 February–13 March 2011) and is calling on retailers, licencees and businesses to show off their Fairtrade marks.
During the two-week period, the Foundation is launching an interactive Show Off Your Label game on Facebook. Each day there will a different challenge asking people to upload a photo or video of themselves showing off their favourite Fairtrade product in unusual ways. Challenges lined up during the fortnight include the wackiest banana smile, showing off with your favourite celebrity, the big bake-off and ‘Fairtrading’ your mum. Each challenge will be supported by a Fairtrade licensee who will donate an ‘experience’ prize such as a trip to visit a producer, blending and roasting your own coffee, or cookery lesson with a top chef. Companies already lined up to take part include Waitrose, Sainsbury’s, Starbucks, Divine, Ben and Jerry and Cafedirect.
A range of point of sale material with slogans like ‘rave about your Fairtrade brazil nuts’, ‘parade your Fairtrade coffee’ and ‘enthuse about your cotton socks’ are now available online. These include point of sale material, posters, banners and Action Guides. For more information on the campaign, see www.fairtrade.org.uk/show_off_your_label.
Commercial partners such as Cadbury’s, Nestlé, Starbucks and retailers including The Co-operative, Marks & Spencer, Sainsbury’s, Tesco and Waitrose will get involved in the two-week period with in-store activities and events.
The Fairtrade Foundation and 100% Fairtrade companies like Cafédirect, Divine and Liberation, will also bring Fairtrade producers over to meet Fairtrade groups and businesses. Producers visiting this year include a banana farmer from the Windward Islands, a small-holder coffee farmer from Tanzania and a cotton farmer.
Ashish Deo, the Fairtrade Foundation’s commercial director, said: “Showing off will give businesses the opportunity to share their enthusiasm for Fairtrade and to showcase their range of Fairtrade products as well as to tell the story of the people behind the products. The Fairtrade Foundation and its commercial partners share the same goal of creating sustainable supply chains which help support sustainable communities – so we are asking them to be loud and proud of this vision.”